Alexander Estner

I help early-stage SaaS founders build & execute their Go-to-market foundation to grow from €0 to €1 million ARR 🚀

3 WAYS I CAN HELP YOU 👇
1️⃣ GTM Advisory - Work 1-on-1 with me in bi-weekly GTM sprints
2️⃣ GTM Audit - Get a 360° assessment of your current GTM status quo + custom action plan
3️⃣ GTM Content - Bi-weekly newsletter +  Daily LinkedIn posts + Free GTM Library

P.S. You will find the links to all 3 in the featured section.

Among other things, I help you with:
👉 Creating your early/ideal customer profile (ICP)
👉 Working on positioning, messaging & value proposition 
👉 Choosing the right pricing for your business (pricing model, value metric & packaging)
👉 Implementing the right sales strategy (sales-led vs. product-led)
👉 Mastering 2-3 growth channels to continuously generate new deals/trials
👉 Setting up the right tech stack in sales, marketing & customer success
👉 Building your commercial teams.

Send me a DM on LinkedIn or book a free 15-minute intro call to learn more about my offering.

Startup Consultant for B2B SaaS

As a freelance startup consultant, I help early-stage B2B SaaS Startups quickly grow their business with a powerful Growth Strategy 🚀


I work on both, strategic and operational, levels and help you with the following topics.

► For Founders (Launch to Seed Stage):
- Clarify, validate and stress test your business idea
- Win first paying customers and kickstart growth for your SaaS
- Develop and implement a powerful B2B SaaS Growth strategy
- Find product-market fit and close your first funding (business angels & seed)

► For Startups (Seed to Series A Stage):
- Accelerate your growth to 5M€+ ARR
- Review or implement a powerful B2B SaaS growth strategy
- Optimization of direct & indirect growth channels
- Create a growth team mentality, track the right KPIs, and set OKRs

► For more information:
- check out my website (www.alexestner.com)
- subscribe to my FREE weekly newsletter for founders & early-stage startups (https://startupbusinesstips.substack.com/)

► Interested?
- Send me a DM on Linkedin

GTM is overwhelming, but this checklist will change how you think about it.

This checklist is your roadmap from €0 to €1M ARR.

90% founders start with tactics, skip the foundations. Then wonder why nothing sticks.

But GTM isn't just "getting customers". It's a systematic approach with 10 interconnected foundations.

1️⃣ Ideal Customer Profile
2️⃣ Positioning
3️⃣ Value Proposition & Messaging
4️⃣ GTM Collaterals
5️⃣ Pricing
6️⃣ Sales Motion
7️⃣ Channels
8️⃣ Forecasting & Planning
9️⃣ Internal Operating Systems
🔟 CRM & Tracking

Use this checklist to see what's lacking in your GTM Foundations right now, and start working on it to scale from 0-1mil ARR. 

PS: A few months ago I did my GTM Foundations series, go check it out at MRR Unlocked if you need help with your foundations. 

Link in the comments.

alex-estner

JSESSIONID

li_at

Talks about #saas, #b2bsales, #saassales, #saasgrowth, and #saasmarketing

'Hands-on’ GTM Advisor | Helping SaaS & AI founders build and execute their GTM foundation to grow from €0 to €1 million ARR with less trial and error👇

If you're stuck and don't know what kind of content to create, 

Use this hack to get content ideas immediately..

It's simple - create content based on the stages of awareness 

𝗠𝗮𝘁𝘂𝗿𝗲 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗣𝗿𝗼𝗱𝘂𝗰𝘁 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

In this case, multiple competitors already exist for your product. Also, your ICP knows the category. They're comparing solutions.

Focus on creating content like:

-> Comparison pages (You vs. Competitor X)
-> Alternative pages (Best alternative to X)
-> Why you're superior for specific segments
-> Head-to-head feature breakdowns

You're not explaining the problem. You're helping them decide the best solution.

𝗘𝗺𝗲𝗿𝗴𝗶𝗻𝗴 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗖𝗮𝘁𝗲𝗴𝗼𝗿𝘆 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

Your category is rising but not yet standard. Your ICP is evaluating different approaches.

Focus on creating content like:

-> Why your category beats alternatives 
-> Category education ("What is X and why it matters")
-> ROI comparisons across approaches
-> Case studies showing category wins

You're not proving you're best. You're proving your category is the future.

𝗡𝗲𝘄 𝗺𝗮𝗿𝗸𝗲𝘁 → 𝗨𝘀𝗲 𝗖𝗮𝘀𝗲 𝗔𝘄𝗮𝗿𝗲𝗻𝗲𝘀𝘀 𝗰𝗼𝗻𝘁𝗲𝗻𝘁

You're building something new. Your biggest goal is to make the audience problem-aware.

Focus your content on:

-> Customer outcomes and pain points
-> Use case education ("Why doing X manually is costing you")
-> "New way vs. old way" breakdowns
-> Problem amplification before solution

You're educating the audience about the problem they are facing and how it is impacting them. 

Match your content to where your market actually is.

What stage is your market in?

P.S. Want to deep dive into content marketing. Check out the guide I've created with Matteo Tittarelli ⚡️ on mrrunlocked

B2B positioning, websites, launches & content | Duolingo streak keeper 🇯🇵

Let’s hear it from the founders who have successfully scaled their company from €0 to the 1€ million ARR and beyond.

In the latest mrrunlocked.com newsletter, 
I've asked 6 founders to share

❌ What went wrong and
✅ what worked

I asked each founder to share:

1️⃣ The painful mistake(s) they made in the 0-1 stage (that others should not make)

2️⃣ The best tips/things that worked for them.

You will learn from the insights of 6 amazing founders.

👉 Stefan Bader Co-Founder of Cello (Referral Software for SaaS)

👉 Andreas Michel Co-Founder of Ayunis / Locaboo (Software for municipalities)

👉 Hanno Lippitsch Co-Founder of Eversports (Software for sports venues)

👉 Simo Lemhandez Co-Founder of folk (The next gen of CRM)

👉 Adam Cleland Founder of asora (Software for modern family offices)

👉 Brice Maurln Founder of LGM For Sales & GTM (Software for Multi-Channel Outbound)

👇 What's your mistake or tip you wanna share?

P.S. The link to the full guide with all the insights is in the comments below.

CEO @ Cello | Referrals on Autopilot

Cello

Co-Founder & CEO bei Ayunis / Locaboo | SaaS 👨🏻‍💻 | GovTech 🚀

Ayunis / Locaboo

CEO at Eversports

Eversports

Co-founder @ folk CRM | Forbes 30U30

folk

CEO at asora | Software for the modern family office

asora

CEO chez LGM | Get more Replies with Multichannel Outbound.

LGM For Sales & GTM

I've asked 20+ experts on their best GTM advice for 0->1€ M ARR

We cover positioning, ICP, messaging, content, pricing, CRM/KPIs.

You will hear the best tips from experts, including

Anthony Pierri 
Jon Itkin 
Andrej Persolja 
Talya Heller G. 💡 
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉  
Björn W. Schäfer 
Ashley Herbert Popa 
Sara Stella Lattanzio
Romana Kuts  
Krzysztof Szyszkiewicz 
Rob Litterst 
Arnaud Belinga 🧊🔨 
Dirk Sahlmer 

And the best tips from founders, including
Andreas Michel 
Stefan Bader 
Adam Cleland 
Hanno Lippitsch 
Simo Lemhandez 
Brice Maurln 

The episode goes lives this sunday. 

👇 So sign up on mrrunlocked.com to get all tips in your inbox + a free gift: 50 top GTM infographics for free.

If you're struggling to find your ICP or 

don't know how to really go about it, 

Here's my 5-step process to find your actual ICP:

Step 1: Define "Winning Indicators"

Higher product engagement, better commercial health. strategic alignment. lower churn, higher NPS

Step 2: Collect Customer Data

Gather persona data, firmographics, product usage data. 

Step 3: First-Pass Segmentation

Start with obvious filters: industry, company size, geography.

Step 4: Deep-Dive Segmentation

Look for hidden patterns:

How different verticals use your product, who are the actual users vs. decision makers, and what are their main challenges 

Step 5: Pattern Recognition

Analyze segments against winning indicators using Excel/Sheets.

Your data doesn't lie. Your assumptions might.

Use the data you already have from your early customers to identify your ideal customers. 

Check out the whole process below 

If you want to understnad this in detail, check out our episode from MRR unlocked, link in the comments.

Most GTM playbooks are written for VC-backed startups.
So I asked Zdenko Zvada about underrated GTM tactics for bootstrapped founders

He's sharing the insights from 300+ conversations with bootstrapped founders.

My personal opinion: 
Most VC-backed startups should do the same - especially social listening, outreach to negative reviews, and staying longer in founder selling mode are key too.

When I work with founders, we mostly do this too.

But I'm curious: What other tactics work for you?

P.S. On Sunday, we're launching a full episode on mrrunlocked about GTM tactics for bootstrapped founders.

Bootstrapped GTM Tactics

If you're a first-time founder, GTM is tough. 

To help you, I have compiled 9 of my TOP Infographics that are most important for your GTM when you're going from 0 to mil ARR⬇️

1) GTM Myths 

-> You need to unlearn what you're doing wrong, before you even get started in the right direction!

2) 360-degree GTM audit

-> Use it to understand the current state of your GTM - to identify your starting point. 

3) 3 stages till 1 mil ARR

-> 0 to 1 mil ARR is not one, but three stages. Understand each stage to know what to expect in your GTM journey. 

4) GTM Foundations for SaaS

-> This is like a beginner's overview of everything that makes up GTM. Refresh your GTM concepts.

5) GTM Foundations Checklist 

-> This is where things start getting real. Keep this checklist in hand to track everything you need, to build your GTM Foundations.

6) Your ICP changes over time 

-> ICP is one of the most misunderstood concepts in GTM. Understand the nuances related to your ICP thoroughly. 

7) The Power of Niching Down

-> If you don't niche down right now, you won't be able to scale tomorrow.

8) How to find your ICP

-> Once you know that it is important to have 1 ICP, use these 3 steps to actually find your ICP.

9) 6 phases of founder-led sales 

-> Through this entire journey of 0 to 1mil ARR, know that you (the founder) have to be involved in sales. Learn it through the 6 stages of founder-led sales. 

Hopefully, these 9 will give you a headstart in your GTM. 

---
You can access all of these Infographics for free on https://lnkd.in/eKJXxGzE

I've asked 16 experts to share their best tip for 0-1€ million ARR

So let's hear what they recommend founders👇

 🎯 Positioning & Messaging

Anthony Pierri 
Nobody will care about your outcomes if they don’t know what product category you fit into. Choose one clear category or use case as your anchor and you’re already 80% ahead.

Jon Itkin 
Assess your market’s maturity before positioning. Early markets reward bold vision, mature ones need precision. Match strategy to reality, not someone else’s playbook.

Andrej Persolja 
Stay close to power users through a private channel like Slack. Their feedback shapes your roadmap, messaging, and what to double down on.

Talya Heller G. 💡  
Test your sales story before scaling; story-market fit comes first. Test with first 3–5 customers, pick a villain, frame the struggle, paint the payoff. Rewrite if it doesn’t close.

Matteo Tittarelli ⚡️  ️ 
Build a Messaging & Positioning Library early. It becomes the context engine for every campaign and asset.

Toni Hopponen 
Design your homepage like a traffic controller: green light for best-fit users, stop sign for others.

💬 ICP (Ideal Customer Profile)

Douwe Wester 🟢 👉  
Start with early customers and watch what they *do*, not what they *say*. Cluster high-signal users, define ICP from results, and update quarterly.

Björn W. Schäfer 
Treat ICP as an ongoing discipline. Segment by ROI, validate with data, and build an anti-ICP list.

Ashley Popa 
Niche down. Broad targeting kills traction. Focus on customers who upgrade and stay, then expand using the bowling-pin approach.

Alexander Estner (me)
Focus on your GTM foundation before scaling: know who benefits most, clarify how you’re different, and master turning pipeline into predictable, repeatable revenue.

✍️ Content Marketing

Sara Lattanzio 
Shape one sharp narrative tied to audience pain. Build in public, pick channels intentionally, and stay consistent. Distribution matters more than production.

 Romana Kuts 
Interview customers. Five calls beat fifty brainstorms. Start with one pain point, turn it into five angles and ten content pieces, reuse relentlessly, and track revenue impact.

💰 Pricing

Krzysztof Szyszkiewicz 
Treat pricing as a process. Set its purpose, differentiate by value metrics, and review quarterly.

Rob Litterst 
Keep pricing simple early. Validation > Perfection. Start with value-hacking to learn what people will pay, then move to growth- and profit-hacking.

📊 CRM & Tracking

Arnaud Belinga 
Before €50–100k ARR, just sell. After micro-PMF, pick a simple CRM tied to your channels and follow up relentlessly.

Dirk Sahlmer 
Track 3–5 metrics that drive better decisions. Focus on leading indicators like activation and CAC payback.

Bonus tip by Rob Kaminski 
1 product, 1 avatar, 1 channel, 1 tactic, for 1 year gives early founders the focus they need.

--
Want to deep dive into each tip? Check out the latest mrrunlocked episode. Link is in the comments.

Here's a list of partners, agencies, and consultants whom I’d highly recommend to every early-stage SaaS founder.

Over the past few years, I’ve built relationships with these amazing service providers.

If you’re a SaaS founder and need help with:

✅ Content & SEO
✅ Recruiting
✅ Paid Marketing (Google, LinkedIn)
✅ Design
✅ Sales
✅ Pricing

I’ll connect you with the right people.

You don't need to do a cold outreach, I'll help you with warm intros to vetted experts.

Content & SEO
--> Talk to Romana Kuts  and Ugljesa D. 

Website & Design
--> Talk to Florian Goertzen Tarik Yayla Tobias Giesen or Maximilian Fleitmann

Recruiting
--> Talk to Elvin Kingma Jan Mark Lingthaler Miguel Marques Dominic Blank 

Sales
--> Talk to Manuel Hartmann (post 1€ million) and Julius Dany (for SDR/cold calling)

LinkedIn & Google Ads
--> Talk to Christoph Schachner and Agata Krzysztofik 

Pricing Consulting (post 1€ million ARR)
--> Talk to Rob Litterst and Krzysztof Szyszkiewicz 

GTM advisory (post 1€ million ARR)
--> Talk to Björn W. Schäfer Daniel Zsolt Rényi  and Matteo Tittarelli ⚡️ 

Check the link in the comments to see the entire list of partners.

Btw, who am I missing on the list?

17 experts' tips turned into a 39-slide GTM masterclass for 0->1€ M ARR 👇 

You learn about:
✅ Positioning & Messaging
✅ Ideal Customer Profile
✅ Content Marketing
✅ Pricing
✅ CRM & KPI Tracking

Including tips from experts, including

Anthony Pierri
Jon Itkin 
Andrej Persolja
Talya Heller G. 💡
Matteo Tittarelli ⚡️ 
Toni Hopponen 
Douwe Wester 🟢 👉 
Björn W. Schäfer
Ashley Herbert Popa
Sara Stella Lattanzio
Romana Kuts
Krzysztof Szyszkiewicz
Rob Litterst 
Arnaud Belinga
Dirk Sahlmer
Rob Kaminski

👉 What tip can you share?

17 expert tips for 0 to 1€M ARR

For your content to work, 

you need 3 types of content to be in sync

TOFU → To get attention
MOFU → To build trust
BOFU → To convert

Most founders live in TOFU, which helps you get likes, but not so many conversions. 

Let's how each layer works:

1️⃣ TOFU (Top of Funnel) → Awareness content

-> This isn't about your product. It's about topics your audience actually cares about.

-> This builds your audience, helps you get reach, and generate engagement. 

Eg - The 5 biggest productivity myths that are slowing your team down”

2️⃣ MOFU (Middle of Funnel) → Consideration content

-> This is where you go deep. Real frameworks. Actual insights.

-> Content only you could write. Battle-tested stuff.

-> This is where trust happens. Your ICP thinks: "This person actually knows their shit."

Eg - How to reduce project delays by 30%, a step-by-step breakdown”

3️⃣ BOFU (Bottom of Funnel) → Conversion content

-> Show proof. Share results. Remove objections.

-> Social proof. Real outcomes. Clear next step.

Eg - “What happens when you ditch spreadsheets and manage projects the smart way”

Here's the ideal mix:
20% TOFU – Reach plays that pull in new eyes
60% MOFU – Deep, educational, ICP-focused
20% BOFU – Case studies, results, CTAs

Ivan Peric and I have created this framework to help you build your founder brand on LinkedIn. Use it the next time you're creating your content strategy.

Content Strategist & Founder @contentmotion.io | Ich baue eine Content-Agentur für B2B Tech

To optimize your SEO, use these high-intent keywords ⬇️

1. Pain Point/Problem Keyword
Example: “How to export contacts from LinkedIn” 

2. Pricing & Cost Keywords
Example: “Affordable CRM for solopreneurs”

3. Comparison Keywords
Example: “Notion vs. Asana” | “Best alternatives for HubSpot”

4. Competitor-Specific Keywords
Example: “HubSpot CRM vs. Salesforce”

5. Feature-Specific Keywords
Example: “CRM with VOIP calling”

6. Integration Keywords
Example: “Best payroll software that integrates with QuickBooks”

7. Product Category + Audience Keywords
Example: “Project Management software for law firms”

8. Benefit-Driven Keywords
Example: “How much time can I save with a virtual assistant?”

9. Educational Keywords
Example: “How to create a high-converting SaaS homepage”

10. Location-Based Keywords
Example: “Best invoicing software for German freelancers”

11. Template-Based Keywords
Example: “Best LinkedIn post templates for SaaS founders”

These money keywords focus on users who are already very much aware and ‘in the market’ and will help you make the most of your SEO investment.

I’ve been calling myself a solopreneur for over 4 years now.

So I was super excited when Stephanie Sgura asked me to be part of her solopreneurship movement.

In May 2026: Solopreneur Revolution - Live on Tour

The first Summit, that's 100% focused on Solopreneurship:
- Business, Marketing, Sales, AI...

(it's for the German-speaking community)

And I'm part of it 🎉

The best part:

You get early access to the secret pre-sale (4.-7. 12.)

🔹 lowest ticket prices ever

🔹 early Access to all Workshops (limited to 30 seats)

📍 I will be in Vienna myself. 

What you can expect from the summit:

→ Content & Insights for solopreneurs

→ Transformational workshops of successful solopreneurs

→ Networking with peers

→ Roasting Area to get feedback on your business

→ Limited to 200 tickets per event (Vienna & Berlin)

Who's interested in joining and meeting in Vienna?

🎟️ Comment or just send me a DM and I will send you the link to the secret pre-sale.

Over the last 12 months, I've created 50+ infographics on SaaS GTM.

The beauty of them is that they visually communicate the core concept.

Here are my top 10 on go-to-market for SaaS/AI founders 👇

Top GTM Infografics

3 massively underrated GTM tactics for bootstrapped founders⬇️

1. Mine negative reviews for leads

Every 1-star review tells you who is unhappy and if they'd pay to fix.

-> Search G2/Capterra/Reddit for competitors
-> Filter for 1-2 star reviews
-> Build a lead list from reviewer names
-> Reach out: "Saw you struggled with X. We built Y to solve it. Want a demo?"

2. Go where micro-communities live

Your first 100 customers won't come from ads. They'll come from Reddit, Slack groups, Discord.

-> Join 3-5 communities your ICP hangs in
-> Help for a week, share free resources
-> Mention your product when it fits
-> DM engaged members with trial invites

3. Get listed in directories

Capterra, G2, Product Hunt, AppSumo, get in front of buyers with intent. You can even build your own. They rank on Google, attract your ICP, and drive traffic to your product.

—
If you want to learn how to execute each of these tactics, check out the latest episode of MRR Unlocked where Zdenko Zvada talks about these in detail. Link in the comments.

Lead magnets are evolving from traditional whitepapers and e-books.

Here's a list of different formats you can use to create high-quality lead magnets for your SaaS 

𝟭. 𝗧𝗲𝗺𝗽𝗹𝗮𝘁𝗲𝘀, 𝗚𝘂𝗶𝗱𝗲𝘀 & 𝗘-𝗕𝗼𝗼𝗸𝘀
Instant utility. Copy-paste and go.

- Email templates (lemlist )
- Sales coaching guides (Grain )
- Website optimization e-books (Webflow)

𝟮. 𝗖𝗼𝘂𝗿𝘀𝗲𝘀 & 𝗠𝗮𝘀𝘁𝗲𝗿𝗰𝗹𝗮𝘀𝘀𝗲𝘀
Higher commitment = higher intent leads.

- Video selling masterclass (Vidyard )
- Video creation course (Tella )

𝟯. 𝗘𝘃𝗲𝗻𝘁𝘀 & 𝗪𝗲𝗯𝗶𝗻𝗮𝗿𝘀
Live interaction builds stronger relationships.

- Sculpt Conference (Clay )
- SaaS Happy Hour (Paddle )

𝟰. 𝗖𝗮𝗹𝗰𝘂𝗹𝗮𝘁𝗼𝗿𝘀
Quantify the problem. Make the pain tangible.

- Webinar ROI calculator (Livestorm )
- Equity dilution calculator (Cake Equity)

𝟱. 𝗠𝗶𝗻𝗶 𝗧𝗼𝗼𝗹𝘀
Quick wins. Solve one micro-problem fast.

- LinkedIn headline generator (@Taplio)
- Webcam test (Livestorm)
- AI conversation rank checker (Octolens)

𝟲. 𝗜𝗻𝗱𝘂𝘀𝘁𝗿𝘆 𝗥𝗲𝗽𝗼𝗿𝘁𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵
Original data = credibility + shareability.

- State of Meetings (Calendly)
- SaaS Pricing Report (Valueships)
- GTM Benchmarks (ChartMogul )

All these companies have amazing lead magnets you can take inspiration from. 

Keep in mind, though, different formats solve different problems at different buyer stages. 

Match format to your ICP's most urgent need.

Check out how to create and distribute your lead magnets: https://lnkd.in/ePHrCjDE

---
P.S. Want my best lead magnet? Get 50+ free GTM assets on https://lnkd.in/exxgARTi

How to create a GTM slide for your pitch deck

Investors can smell fluff from a mile away; you can't woo them with fancy GTM channels. They need real proof of 

✅ What has worked in the past 
✅ How do you plan to scale it 

Include these 2 sections in your GTM slide to make it foolproof 

1️⃣ Current scenario

- Show how you've built a repeatable growth engine 
- Mention how you've been acquiring customers today

2️⃣ Plan to scale 

- Chart out your exact plan to scale the engine you've built currently 
- Show how you'll acquire the next set of customers

Basically, reassure investors that 

✅ You've got the blueprint to utilize the funding 
✅ You're ready for growth

---
Majd Alaily has written an entire guest post about how to make the best pitch deck (11 slides) for your startup. This is only 1 slide of the deck. Check out the whole episode at MRR Unlocked. Link in the comments.

3x Founder | ex-Google | Design Thinking | Let's Launch, Grow, Fundraise For Your Startup Together.

11 slides of a winning pitch deck👇

If you're struggling to get funded, you can start by redoing your pitch deck

Here are the 11 most important slides of a pitch deck - 

(in the right order)

1️⃣ Problem 
2️⃣ Solution
3️⃣ Unique Value 
4️⃣ Traction
5️⃣ Competition
6️⃣ Market
7️⃣ Revenue Model
8️⃣ Ambition
9️⃣ Team 
🔟 GTM
1️⃣1️⃣ Ask

If you're skipping any of these slides, you're not giving investors all the information they need to make a decision. 

Check out the carousel below to see the summary of each slide. 

---
Majd Alaily has written an entire episode on "Why pitches fail" for MRR Unlocked. Check the link in the comments to see the full episode.

This week, I've worked with a founder on case studies for their SaaS.

I took some notes on the key points 👇

We all know that social proof is key.

But to get the most out of social proof, I recommend to apply these 5 core principles.

1️⃣ Follow a structure

👉 Your case study should follow a clear structure.

I like this one:
✅ The Customer’s Story – who they are & what they do.
✅ The Challenge – what problem they faced before using your SaaS.
✅ The Solution – how your product helped solve that problem.
✅ The Results – quantifiable impact (metrics, revenue growth, time saved, etc.).
✅ Quote & Image – a strong testimonial (quote + image)
✅ Call-to-Action – Clear next steps for readers.

2️⃣ Customer Interview questions

You get a good case study if you ask the right questions.

- What challenges did you face before working with X?
- Why did you decide to search for a solution?
- Have you tried other solutions before X?
- What was your experience with X?
- What has changed since you implemented X?
- Would you recommend X to others? If yes, why, and to whom?

3️⃣ Each case study = 1 angle

Before you write the case study, think about the 'narrative'.

Do you want to write about the impact of your solution.

Or how easy the onboarding is?

Or how company type X benefis from it. 

Over time you're building a library of different case study types.

This makes them super powerful.

👉 Example:
- A new prospect has concerns on migration --> Share them a case study on how easy the migration was.
- A prospect is unsure if your product is a good fit, as they fear they are too small --> Share how another client (same size) benefits from using it

4️⃣ Create multiple assets

👉 Turn your customer interview in multiple assets.

This can be a video case study, written case study, quotes, snippets...

5️⃣ Distribute your assets

Don't make the mistake to create nice case studies and then forget about using them.

Few tactics: 
👉 Dedicated case study page
👉 Wall of love
👉 Featured Section of your Linkedin
👉 Linkedin posts
👉 Sharing in your outbound messages
👉 Part of your demo follow-up email

How do you think about case studies?

P.S. Want to deep dive into case studies? Together with Romana Kuts I wrote a full guide on mrrunlocked

Founder @ SaaStorm + B2B SaaS SEO, LLMO & Content Advisor + Certified Content Engineer (@ AirOps’25)

5 recommendations to better organize your pricing page menu 👇

1️⃣ Keep Plan Names Simple
Don’t overthink naming.
Clarity beats creativity. 

Start with what people expect to see:
Free, Basic, Starter, Standard, Pro, Premium, Plus, Teams, Business, Enterprise.

2️⃣ Show the Monthly Cost
Display the monthly cost right below the plan name (even for annual billing). 

Tie it clearly to your pricing metric so users immediately understand how cost scales.

3️⃣ Include the Billing Period
Always indicate how billing works. 

A toggle above the pricing grid (monthly ↔ yearly) is the standard and most intuitive approach.

4️⃣ Highlight Key Features and Usage Limits
After naming and pricing, call out the core features and usage thresholds for each plan. 

Keep it concise — aim for about five items max. Focus on what truly drives pricing or differentiates plans.

5️⃣ Add Clear CTAs
Every plan needs a specific next step.

For free or PLG plans: “Get Started.”

For sales-led motions: “Request a Demo” or “Contact Sales.”
Different plans can have unique CTAs depending on your GTM model.

These are the essentials. If you can convey all key details across these elements, you don’t need anything extra. Keep it focused and simple.

ROOMZ Marketing

Welcome to Roomz Marketing, your go-to partner for SaaS marketing and business consulting. We specialize in delivering tailored, data-driven marketing and go-to-market strategies that empower SaaS companies to grow in a competitive landscape.

Expertise:
- Market Analysis & Insights
- Competitive Landscape Assessment
- Product Research & Development
- Go-to-Market Strategy
- Positioning
- Target Audience & ICP
- Messaging
- Marketing Strategy
- Customer Acquisition
- Customer Retention

Founder & CMO

ClickGUARD

- Conducted comprehensive competitor research, including product audits, sales pipeline reviews, acquisition and retention strategies, audience analysis, performance marketing audits, advertising evaluations, and product positioning and messaging analysis.
- Developed a detailed SWOT analysis.
- Created a pricing strategy.
- Redesigned the repositioning and rebranding strategy.
- Developed a new positioning strategy, including messaging and unique selling propositions (USPs).
- Conducted acquisition, retention, and growth data analysis.
- Identified key focus areas for 2024 and 2025.
- Crafted a new marketing strategy and actionable plan with a detailed roadmap, timeline, KPIs, and budget.
- Hired a Head of Marketing, which included creating the job posting, conducting interviews, developing case studies for assessment, and evaluating candidates.
- Built a customer experience and product marketing plan.
- Contributed to sales strategy development, including sales rep training, SOP creation, sales call quality monitoring, script development, product and competitor knowledge base creation, sales deck preparation, and case study development.
- Designed go-to-market strategies for new product releases, incorporating competitor analysis, current customer insights collection, data analysis, and comprehensive go-to-market planning.

Marketing and Brand Strategy Consultant

BlinkPayroll

•	Conducted market and competitor analysis
	•	Developed a go-to-market strategy
	•	Collaborated with a data engineer to build performance dashboards in Looker Studio, tracking customer profiles, acquisition, and retention results
	•	Recruited leaders for key acquisition channels
	•	Oversaw video-based cold email outreach efforts
	•	Managed paid advertising on Google
	•	Directed affiliate marketing and partnership initiatives
	•	Reported on data and performance metrics using GA4 and Hotjar 
	•	Trained onboarding specialists and established a customer onboarding process
	•	Supervised all content marketing efforts, including website updates, landing pages, email campaigns, social media, and ad copy
	•	Led a customer experience workshop to align organizational understanding of customer needs and pain points, developing initiatives to address experience gaps at each stage of the customer journey

Customer Acquisiton Lead

Canadian Classroom

•	Managed paid advertising on Meta platforms
	•	Oversaw the entire product portfolio, creating targeted campaigns for slow movers, best sellers, and new product launches
	•	Developed newsletters and email nurturing flows
	•	Led influencer marketing initiatives, securing product reviews and placements on YouTube
	•	Managed B2B sales outreach, coordinating with the support team to connect with schools and educational institutions
	•	Directed LinkedIn outreach to offer free product samples and gather reviews
	•	Coordinated digital PR for new product launches, including press releases and guest posts
	•	Supervised content marketing efforts
	•	Tracked and reported on analytics and performance metrics

Digital Marketing Manager

RENDEZ-VOUS

•	Led and oversaw the following departments in Russia, managing a team of 100+ employees across:
- CRM (including email marketing, SMS, push notifications, and pop-ups) for a 5M customer database
- Customer Experience (CX)
- Digital PR and ORM (Online Reputation Management)
- Call Center
- Sentiment Management
•	Directed the end-to-end business expansion project into the Cypriot market, ensuring smooth market entry and alignment with regional strategies.
•	Managed outbound marketing efforts for the flagship store in France, driving brand awareness and customer engagement through a marketing agency located in France.
•	Performed detailed manual analysis of 5 million current customers following migration to a new CRM and data loss. Identified problematic segments with high churn, particularly those with high historical LTV but low current revenue. Led churn management and abandonment recovery projects to reduce churn, and organized surveys to better understand churn reasons. Designed targeted projects to meet customer needs, including new brand launches, pricing positioning, enhanced services, and a delightful customer experience.
•	Designed and executed customer acquisition and retention-focused commercial programs, culminating in the successful launch of a new loyalty program management system.
•	Restructured the internal teams responsible for customer experience, hired, fired, promoted to enhance motivation, and elevate service standards.
•	Oversaw ongoing monthly and quarterly performance, sales, and portfolio reporting to track progress against the marketing strategy and adjust tactics as needed for continuous improvement.
•	Deployed Zendesk Ticketing System for Call Center, entailing technical setup, business process development, staff training, and feedback collection

Deputy Director of Marketing, Russia, France, Cyprus 

Philip Morris International

• Conducted customer insights, market research, and database analysis to drive informed decision-making
• Mapped and led the whole consumer journey
• Developed and executed customer acquisition and retention strategies spanning the entire consumer journey, ensuring cohesive and impactful engagement
• Utilized CRM and Analytics tools to extract valuable insights, prepare reporting fostering data-driven strategies
• Oversaw email marketing, messenger, and SMS campaigns, building cascade communication, measures results for optimization
• Designed and executed customer referral and loyalty programs, nurturing brand advocacy and strengthening customer relationships
• Led all new product and limited edition launches from business case preparation and pricing model calculation to marketing and communication campaigns 
• Monitored and managed business metrics across consumer journey, including awareness index, CSAT, NPS, CES etc

Senior Customer Experience (CX) Executive, IQOS

• Designed a comprehensive 1-year customer retention strategy
• Leveraged CRM and customer database segmentation to enable targeted, segment-based communication
• Successfully developed and launched the "IQOS Club" customer loyalty program
• Launched service quality monitoring initiatives, including the "Mystery Shopper" program and the development of digital tools such as QR codes and automated email flows for customer feedback collection
• Pioneered motivational and career development initiatives, along with a remuneration system, to integrate a "service" component into field employees' daily responsibilities
• Measured brand NPS and CSAT, utilizing insights to design impactful commercial programs addressing customer experience gaps
• Oversaw the full customer experience across offline and online channels, spanning from retail spots to e-commerce
• Created playbooks for retail sales reps and sales coaches, enabling them to effectively communicate the value of the product, align messaging, leverage sales tactics to increase conversions, and maintain top-tier service standards
• Created a sentiment management program to address detractors and sentiment cases, not only resolving their issues but also delighting them with exceptional care, turning negative experiences into brand advocates

Customer Experience (CX) Executive, IQOS

• Led product development and successful market launch of IQOS, HEETS, and accessories, overseeing the entire lifecycle from concept to market entry, ensuring seamless integration across all platforms
• Created a comprehensive educational platform and channels to educate consumers about the new product category, ensuring clear communication and understanding of this innovative product, which was a global first
• Directed the conceptualization and construction of retail spaces, including boutiques and pop-up shops, working closely with designers, architects, and contractors to bring the brand experience to life
• Strategically built omnichannel brand equity, seamlessly integrating both online and offline channels to ensure a cohesive and consistent brand presence
• Designed and launched commercial projects, including large-scale events, 1-to-1 communication strategies, and HORECA branding, fostering direct engagement with key audiences
• Managed product portfolio, including overseeing stock management, coordinating new product launches, and monitoring product lifecycle, ensuring that products stayed relevant and aligned with market demand
• Developed and executed 1-3 year brand strategy and product portfolio strategy, aligning product offerings with customer needs, market trends, and long-term business objectives
• Led and managed new product launches and limited-edition releases, ensuring strategic positioning in the market, robust communication strategies, and effective execution to drive impact
• Spearheaded omnichannel brand campaigns across the country, managing touchpoints such as retail, events, HORECA branding, and 1-2-1 communications 
• Organized and executed exclusive private events for loyal customers ensuring personalized engagement and brand loyalty
• Analyzed customer and sales data, using insights to refine marketing strategies

Brand and Product Manager, IQOS

• Developed and implemented a 1-3 year brand strategy plan for Marlboro, aligning long-term growth goals with market trends to drive both premium brand perception and increasing market share across multiple channels.
• Managed the Marlboro portfolio, leveraging data analysis and consumer insights to strategically evaluate SKU performance, discontinuing underperforming products, and introducing new offerings to maintain a premium positioning.
• Led product lifecycle management, overseeing product redesigns, new feature releases, packaging innovations, and exclusive limited edition series that reinforced the brand’s premium image while increasing consumer demand.
• Implemented a comprehensive product portfolio strategy, continuously evaluating product performance, sales data, and market trends to ensure brand consistency and the introduction of high-quality products that resonate with the target market.
• Spearheaded omnichannel marketing campaigns, driving visibility and engagement across retail, events, and digital platforms, reinforcing Marlboro’s premium positioning and ensuring a seamless experience that aligns with customer expectations.
• Organized and managed exclusive events, offering unique brand experiences that engaged key customers and strengthened Marlboro's premium brand perception, ensuring consistent, high-quality touchpoints with loyal consumers.
• Collaborated cross-functionally to optimize brand strategies and marketing execution, ensuring consistent messaging and an integrated approach that enhanced brand equity, customer loyalty, and market share growth.

Brand and Product Manager, Marlboro, Parliament

HIRECLOUT

- Organic Channel Development
Led the development and optimization of organic marketing channels to drive sustainable traffic and brand visibility.
- SEO Leadership
Spearheaded SEO strategies, including on-page and off-page optimization, keyword research, content development, and technical SEO to improve search rankings and organic reach.
- Content Marketing Management
Oversaw content marketing efforts, ensuring alignment with overall brand strategy, and managed the creation and distribution of high-quality, engaging content across multiple platforms.
- Blog Articles & Guest Posting
Managed the end-to-end process of blog article creation, guest posting outreach, and content partnerships to enhance brand authority, reach, and SEO rankings.
- Digital PR
Directed digital PR initiatives, working closely with media outlets, influencers, and industry partners to increase brand exposure and build positive online reputation.

Marketing Team Lead

SOCIETE D EXPLOITATION DU PALAIS NIKAIA

Marketing and Communications

Hi, I’m Marina, a Marketing Strategist with 10 years of professional experience. I began my career at a Fortune 500 company, launched and worked with international brands like Marlboro, IQOS, Hard Rock Cafe, and Cirque du Soleil. I have successfully led marketing, customer acquisition, customer retention (CRM), and customer experience (CX) departments in both international corporations and startups. I’ve built departments from the ground up, scaled teams, and driven growth through data-driven strategies. 

Over the past four years, I’ve established my own consulting services and provided various product and digital marketing services to over 40 companies worldwide, with a major focus on the US market. 

Currently, I join SaaS companies and startups as a Fractional Chief Marketing Officer or Business Consultant. In this capacity, I lead product launches and develop data-driven marketing strategies to drive sustainable growth. 

Additionally, I offer project-based services through my team at Roomz Marketing, focusing on establishing competitive advantages and building strong online presence. 

To check out our services, please visit www.roomzmarketing.com

Looking forward to connecting and working with you!

Marina Aghbalyan

I googled “what is GTM strategy”, read all the top-ranking articles from big companies, and realized I don’t agree with most of them. 
I think they miss a big part of what actually makes a launch successful.

Most jump straight to ICP, messaging, and channels…

but skip deeper business considerations like organizational health, internal operations, resources, founder's background, market and real competitor analysis (not just comparison tables), team motivation and alignment.

👉 For me, GTM is a comprehensive business launch plan, not just a communication plan or a set of campaigns.

That’s what pushed me to start writing my 4th eBook on GTM for a new startup (and you’re looking at one page of it 😄).

Still working on it…

Will drop it here once it’s ready 🙂 





#GTMStrategy #GoToMarket #StartupStrategy  #EarlyStageStartups  #ProductMarketing #ScalingStartups

Fractional CMO | GTM Strategist | AI Marketing | Product Marketing | $0 —​> $1M ARR startups

A great product means nothing
if it never reaches the right audience.

👉 What GTM really does:
It connects what was built to the ones for who it matters.

GTM is less about campaigns — and more about how a company orchestrates value delivery across teams.

👉 Why it matters:
A strong GTM creates alignment between Product, Marketing, Sales, and Ops —
not through meetings or slides, but through shared priorities, clean data, and consistent execution loops.

👉 The core components:

✅ A clear definition of who you serve

✅ A positioning narrative that resonates

✅ Processes that enable fast feedback between teams

When these align, GTM stops being a “launch motion” —
and becomes the operating rhythm for how the business grows, learns, and adapts.

#GTM #GoToMarket #ProductStrategy #RevenueLeadership #GrowthExecution

Almost 70% of GTM failures happen for one reason:
👉Teams try to scale before they’ve proven anything.

Automation
Dashboards
Cadences
Multi-threading
More tools
More process

All built on… assumptions.

You can’t scale what you haven’t validated.
You only scale the cost of being wrong.

The GTM teams that win don’t start with systems.
They start with signals — real buyer reactions, real friction, real proof.

✅ They test the message
✅ They watch behavior
✅ They find patterns

And then they scale.

If the foundation isn’t real, “optimization” just amplifies blind spots.
Every lever pulls you further in the wrong direction.


#GTM #GoToMarket #StartupLessons #SalesStrategy #MarketingStrategy #ProductMarketFit #CustomerSignals #B2BMarketing #B2BSales

Posted 300+ times on LinkedIn in 2025. Here’s what stood out:

👉 The content bar is low. Authentic, personal stories get more attention than endless “best practices.”

👉 Posting gets easier when you stop obsessing over every reaction. Trust me — your posts are read by far more people than the likes show.

👉 Consistency opens doors. Recruiters, collaborations, and opportunities start coming to you when you show up regularly.

If you’re a SaaS founder ready to build your LinkedIn presence the smart way,  grab my free ebook based on everything I’ve learned:

https://lnkd.in/g-SuCbit

It’s packed with simple, practical tips that sound obvious — but most people don’t even realize they need to do them.


#LinkedInTips #PersonalBranding #SaaS #Entrepreneurship #GTM #ProductMarketing

Open article: E-book Building Personal Brand On LinkedIn For Startup Founders by roomzmarketing.com

E-book Building Personal Brand On LinkedIn For Startup Founders

taplio

The Battle

Alexander Estner

Marina Aghbalyan

Followers

Posts

Engagements

Likes

Performance ScoreAlexander Estner's LinkedIn Performance

Performance ScoreMarina Aghbalyan's LinkedIn Performance

Ready to grow your LinkedIn presence?

taplio

The Battle

Alexander Estner

Marina Aghbalyan

Followers

Posts

Engagements

Likes

Performance Score.css-goub6s{font-size:var(--chakra-fontSizes-md);font-weight:500;color:var(--chakra-colors-gray-600);display:block;margin-top:var(--chakra-space-1);}Alexander Estner's LinkedIn Performance

Performance ScoreMarina Aghbalyan's LinkedIn Performance

Ready to grow your LinkedIn presence?

Performance ScoreAlexander Estner's LinkedIn Performance